October 29, 2012: Traffic in New York happens quite often and is always frowned upon by residents and visitors.

The traffic of automotive marketing partners at Madison Square Garden, however, is being given a license to thrill.

Madison Square Garden Co. has signed a long-term deal with Lexus naming the upscale automaker a signature partner of MSG, the official luxury vehicle of Madison Square Garden and many of its sports and entertainment properties and the naming partner for the new Madison Suite Level that will debut later this week as part of Phase II of The Garden’s $1 billion renovation.

Financial terms were not disclosed.

The "official luxury" designation was strategic in order to differentiate this deal from another signed last week in which MSG extended and enhanced its alliance with Kia Motors, making that car company a signature partner and the official vehicle of MSG; the NBA's New York Knicks, WNBA Liberty and the NHL's Rangers; the MSG Concert Series and other properties.

“We are extremely proud that Lexus has joined the lineup of industry leading brands that make up our MSG Signature Partners, and we’re confident this partnership will provide them unparalleled exposure in New York,” Hank Ratner, president and CEO for MSG Co., said in a statement.

“We are extremely proud Lexus has joined our MSG Signature Partners, and we’re confident this partnership will provide them unparalleled exposure in New York.”

Lexus’ deal includes "significant branding exposure" during all Knicks, Rangers and Liberty games. Integration games will include digital and static signage throughout the arena, features on the center-hung scoreboard GardenVision and on-court and on-ice branding and promotional contests, according to MSG..

In addition, Lexus will have presence at the MSG Concert Series, where upcoming events include Madonna, Justin Bieber, One Direction, the Who and Neil Young and Crazy Horse; in The Theater at Madison Square Garden; on MSG’s regional sports networks; and integration on The Garden’s 7th and 8th Avenue marquees.

JPMorgan Chase is the marquee partner for the self-proclaimed "World's Most Famous Arena." Signature partners include Anheuser-Busch, Coca-Cola and Delta Air Lines.

According to Scott Wracher, Lexus Eastern Area general manager, “Lexus has recently introduced an all-new design for its luxury sedans and SUVs, so it makes sense we would partner with the Madison Square Garden Co., which is giving an iconic stadium an all-new design, as well. Our philosophy at Lexus is to always exceed our customers’ expectations and this partnership will enable us to create unique experiences for our customers at Madison Square Garden and throughout the MSG Co.”